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From military insignia bumper stickers to sterling silver branch-of-service rings, military giftware is an essential category for army/navy stores. While box stores may sell competing brands of apparel and camping equipment, the military giftware category is the army/navy store’s own.

Military gifts reflect the pride that active service men and women, veterans and families take in their service. And with more than 1.5 million active members of the military and 23.2 million veterans, military gift items represent a major money making opportunity for army/navy store merchants.

Military jewelry comprises one of the most diverse categories. Items include pendants for both men and women, cufflinks, money clips, tie bars and rings.

Since 1985 Son Sales (Beverly, Massacusetts) has specialized in distributing jewelry with a focus on rings for the five branches of the service.

Company president Sherrill Jaber notes that Son Sales is a woman-owned company founded by her mother Sonna McCann.

“My mother felt that these products deserved to be manufactured in the best quality for our servicemen and woman,” Jaber said.

Son’s rings range from gold plated retailing at $39 to the sterling silver collection that retails at about $189.

Jaber noted that there is no single design for a given branch of the service and that other companies manufacture items with their own designs.

“This has been a competitive business, but sales are steady, and we are adding new lines and products,” she said.

Son has recently added more women’s jewelry items including ladies’ rings and pendants. “There are a lot of women serving in the military and we want to contribute to them as well,” Jaber said.

In men’s jewelry, she noted that cufflinks are making a comeback.

“Logo jewelry is very popular in the military and service people are very proud to wear rings that represent their branches,” Sheryl said.